Senior Digital Analytics Manager

5/2023 – offen

Process Owner für Kreditgenehmigung
SCHUFA, CREFO

Projektleitung / Teamleitung (IT), Projektmanagement (IT), Test Management

1/2018 – 4/2022

Senior IT-Consultant
Technical Owner of Digital Analytics within the team Customer Journey & Analytics
• as professional lead:
◦ Setup of structure, processes (tool: Jira) and documentation (tool: confluence)
◦ conception and setup of demand-management and data governance, trainings
◦ stakeholder management (online marketing, product and business teams, UX)
◦ migration project from Adobe Analytics to Google Analytics
◦ set up working models with different company entities
• Support in disciplinary tasks: recruiting, onboarding, task assignments, prioritization
• Guidance of business owners of Digital Analytics and Data Driven Company
• Measuring Customer Journey: Hands-on in requirements engineering, setup of tagging plans and activation within tag management tools (DTM, Launch)
◦ for different websites: brand content websites, e-commerce websites (online booking platform, VdZ, digital insurance model), after-login customer portal websites
◦ standalone websites and integrated products
• Consultancy of actionable KPIs for management, product and marketing teams.
• Setup of company tracking infrastructure for online marketing in a high complex company environment
• Evaluation and choice of relevant tools for tracking infrastructure
• Acquisition and management of agencies
• GDPR and Cloud Risk and Enablement Processes
• Set up Consent Management Platform with usercentrics

Adobe Analytics, Adobe Marketing Cloud (AMC), Confluence, Jira, Projektmanagement (IT), Scrum, Servicenow, Web Analytics

11/2014 – 12/2017

Product Manager Digital Analytics 2014-2016
Senior Manager Digital Analytics 2016-2017
• Requirements management and setup of tagging plans for Online Marketing, Business, Produkt, Partnermanager, Performance Manager, UX, BI) (classical and with tag management systems) for Web/APP/Add-On-Projekten with high complexity, responsible websites/APPs: payback.de, payback.net, payback.group, Payback APP, Payback Browser Add-On "PIA"
• push standardisation of tracking concept for scalability and comparability
• deliver data automated, standardised or individuel form for different departments
• Setup of a competence center for internal staff: usage tools for Adobe Analyitcs, consultancy hours, proceses, documentation, goal: get user enabled to analyse data independently.
• Draft and execution of „optimization of data architecture for frontend-data“ as of basis for user and customer journey analysis
• support in find the right KPI and data analysis and derive possible action out of it.
• Setup of online campaign tracking based on different attributions models and relevant internal processes
• professional lead of internal stakeholder and legal team, and also various external agencies and working students
• support in integration of tracking data into Hadoop-Cluster and base of personalisation of data
• support in finding the right tools for front-end environment

Adobe Analytics, Adobe Marketing Cloud (AMC), Datenanalyse, E-Commerce, Fehleranalyse, Schulung / Training (IT), Scrum